rob design
TRANSCRIPT
Layout & DesignLayout Techniques Designed to Get your Content Read
By Rob Drinkard
Designers VS. Editors
Why Design Matters
What Went Wrong?
Lack of compositional techniques
Poor Font Choices
Poor Typesetting
Visually Dense
COMPOSITION
Focal Point TextureContrastVisual Hierarchy
Focal Point TextureContrastNo Visual Hierarchy
Focal Point TextureContrastNo Visual Hierarchy
Font ChoicesOld Style vs. Sans Serif
TypeOldstyle: Times New Roman
TypeSans Serif: ITC Stone Sans
Best for print Best for web
Font ChoicesOld Style vs. Sans Serif
TypeOldstyle: Times New Roman
TypeModern: Didot
TypeSlab Serif: Rockwell
Font ChoicesFont Sizes
All 32 pt fonts are equal
All 32 pt fonts are equal
All 32 pt fonts are equal
All 32 pt fonts are equal
All 32 pt fonts are equal
All 32 pt fonts are equal
All 32 pt fonts are equal
All 32 pt fonts are equal
All 32 pt fonts are equal
Font ChoicesFont Sizes
For Print materials, start with a 10pt. Oldstyle font And adjust from there.
For Print materials, start with a 10pt. Oldstyle font And adjust from there.
Font ChoicesStyling Issues
Reverse Type: Use for short cop situation sUse sans serif
Sans serifs fonts are easy to read
in reverse out type.
Sans serifs fonts are easy to read
in reverse out type.
Bad Emphasis: ALL CAPS ARE BEST RESERVED FOR A SMALL BLOCKS OF TEXT,SUCH AS SHORT HEADLINES.
The same applies to the use of all italics. Italics are particularly to read on the web.
Computer made underlining irrelevant
Reduce visual density
Break up copy with
• Subheadings
• Bullet List
• Drop caps/images
Save the white space!
Reduce visual density
Break up copy with
• Subheadings
• Bullet List
• Drop caps/images
Save the white space!
Reduce visual density
Break up copy with
• Subheadings
• Bullet List
• Drop caps/images
Save the white space!
Reduce visual density
Design in clusters
• Smaller, digestible bits of content
• To design in clusters, you must write in clusters
• Use grid structure
• Create columns
Reduce visual density
Design in clusters
• Smaller, digestible bits of content
• To design in clusters, you must write in clusters
• Use grid structure
• Create columns
The Art of Infographics
• Infographics can say it more quickly and effectively than copy
• Not all infographics are created equal
Working Together
• Meet Early
• Discuss audience/needs
• Establish Budget
• Establish goals
• Bring examples to the table
• Creative brief
• Give designer clean copy/photos
Working Together
Designers
• Be open, not defensive
• Listen. Really. Listen.
• Hear your gut reaction let it percolate
• Be willing to adapt. There’s Always another way
• Ask questions. Ask “Why”
Editors
• Start critique with a positive
• Hear your gut reaction let it percolate
• Define the issue. Don’t solve it
• Make your feedback useful. Be prepared to answer “why”
• Listen